MarketingLand columnist, Grace Kaye, argues for a form of faith-based marketing. Have faith in the data and use it more effectively with the following four step approach.
- Start by using the first-party data in your possession and augment it with third-party data to build the clearest possible picture of the audience available to you.
- Define the audience segments most suitable for your brand and its goals.
- A/B test your assumptions to uncover the targeting options that work best for your product or service.
- Based on the testing, adapt even when the results are not what you expected. Have faith in the numbers.
Kaye writes, “Data provides insights that marketers cannot predict, and often wouldn’t even think to research.” Source: MarketingLand